Monki City of Oil and Steel

Opportunity: When Monki launched in 2007, the fashion retailscape offered supermodels and sexy clothes in safe and serene spaces. There was room on the high street for a standout brand that created an escape to a mysterious and captivating place where everyone was welcome.

Concept: Retail interiors that told fantastical stories through colour and materials. Burnt blackened tarmac, electric chemicals and a necklace of fluorescent clouds in the sky. Welcome to the city where monki creatures are born in the dreamweavery and empowering fashion hangs from salvaged skyscrapers.

Scope: Ca. 30 stores across Europe and Asia

Role: Project Architect

Outcome: The stores were the primary marketing tool and were used for events and product launches frequently. This is the brand experience that led to Monki’s acquisition by the H&M Group.